Bangkok Post Public Company Limited

Post restructures its magazine management

Wednesday June 20, 2012

Post Publishing yesterday named three new executives for its magazine unit, Post International Media, under a restructuring. They are Sithidej Mayalarp (left), general manager; Sirimon Na Nagara (fourth right), managing director overseeing women’s magazine content; and Rungsima Kasikranund (third right), managing director of lifestyle magazines. PATTANAPONG HIRUNARD

Post International Media, the country's leading publisher of international women's and lifestyle magazines, has restructured its management team to meet the rapid changes in the magazine market.

Supakorn Vejjajiva, president and chief operating officer of The Post Publishing Co Plc, yesterday unveiled the new team and business strategy aimed at addressing fierce competition.

Post International Media, a subsidiary of the Post Publishing, operates six international magazines _ Elle, Elle Decoration, Cleo, Marie Claire, Martha Stewart Living and Science Illustrated.

Previously all magazines were supervised by a managing director for content, operations and business development.

The new structure allows for two new managing directors to oversee two target groups: women's and lifestyle.

Overseeing the women's magazines of Elle, Cleo and Marie Claire is Sirimon Na Nagara, previously the editor-in-chief of Marie Claire.

The managing director for the lifestyle is Rungsima Kasikranund, formerly editor-in-chief of Elle Decoration.

The two managing directors will work closely with the editors-in-chief of each magazine to strengthen content, brand image, reader engagement and expansion into social networks and TV.

Sithidej Mayalarp, previously the first vice-president for marketing at Post Publishing, was named general manager of Post International, overseeing marketing and new business development.

"Our magazines performed well in the first quarter this year, especially women's magazines, as average industry advertising revenue dropped by 12%," added Mr Sithidej.

Post International Media accounts for 25% of the Post Publishing's revenue.

First-quarter revenue from Elle, Cleo and Marie Claire increased by 20%, 9% and 44%, respectively, year-on-year.

In the second half, the company will focus on increasing distributions, building brand awareness through customised marketing and new media partnerships as well as launching men's magazines.

"We're confident of our future expansion, which includes increasing distribution channels by 15% and launching new magazines that cater to the specific interests of readers," said Mr Sithidej.

Post International Media expects to double its current profit contribution to Post Publishing to 100 million baht a year within three years.

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